Sustainable brands : are you making this mistake ?
How diverse are your models ?
Sustainability is an important value of mine. It is why I ended up working with B corps and conscious fashion brands in the first place. And whilst things are definitely changing, I am seeing that a lot of brands don’t really go out of their way to represent more than one body type in their campaigns - unless I work with them ;)
While sustainability is about preserving the planet, it’s also about people—all people. So, why do so many sustainable fashion campaigns still cater to a narrow view of what’s "marketable" or "beautiful"? It's time we rethink this approach, as representation and diversity should be fundamental to the brand’s mission, just like environmentally friendly materials and ethical labor practices. The images we create as photographers have the power to shift perceptions, and it’s crucial we make them as inclusive as the brand values themselves.
Historically, fashion campaigns have featured slim, able-bodied models, primarily fitting Eurocentric beauty ideals. Sustainable fashion has, unfortunately, not been immune to this trend. While the garments may be sustainable, the imagery can still perpetuate an exclusive, unattainable ideal. This disconnect between ethical production and representation is problematic. After all, how can brands claim to be truly sustainable if they are not inclusive?
The role of photography in shaping inclusive narratives
As a photographer, I see firsthand the impact that visual storytelling has on how people perceive themselves and the world around them. The images we create tell a story, not just about the clothes but about who is “allowed” to wear them. Inclusive photography can dismantle old paradigms, offering a new narrative that empowers everyone, regardless of their body type, to see themselves reflected in fashion.
One of the most impactful changes a sustainable brand can make is to cast models that represent real people. I’ve seen how transformative it is for consumers to see someone who looks like them in a campaign—someone who isn’t airbrushed to perfection but is celebrated for who they are. This is where inclusive storytelling in photography becomes not just a marketing tool but a social movement.
How to create inclusive visual campaigns
Inclusive visual storytelling requires a thoughtful, intentional approach. Here are a few ways photographers can start to implement this in their work:
Inclusive casting
Casting models with diverse body types, skin tones, and abilities should be the foundation of any sustainable fashion campaign. Go beyond token representation and feature people who reflect the broad range of individuals that engage with the brand.
Empowering posing and lighting
It’s not enough to cast inclusively; the way we portray models matters. Let’s use poses that empower all body types, avoiding techniques that obscure or minimize diversity. The goal is to make each person feel celebrated and confident, beyond what is “flattering”. Enough with the thinness cult.
Limit over-retouching
One of the most significant challenges to inclusive imagery is the temptation to edit photos to fit traditional beauty standards. Embrace imperfections and resist the urge to over-retouch. Scars, stretch marks, cellulite—these are normal and beautiful parts of human bodies and should not be erased. My last client actually THANKED ME for not editing out cellulite and stretch marks.
Authenticity over perfection
Sustainable fashion is about authenticity, and that should extend to the imagery. Show the raw, real side of fashion—highlight the “imperfections”, the personality, the stories behind the clothes. This not only makes the campaign feel more genuine but also builds a deeper connection with the audience.
Sustainability and inclusivity are two sides of the same coin. If your brand promotes eco-friendly practices but doesn’t show the diversity of the people who wear your clothes or COULD potentially wear them, you’re missing a key part of the puzzle. Consumers today are looking for authenticity. They want brands that align with their values—values that include not just environmental sustainability but also social sustainability.
For fashion brands, this means moving beyond token diversity and making inclusivity a core part of the brand identity. When consumers see themselves reflected in a campaign, they’re more likely to feel connected to the brand and its mission. Moreover, inclusive imagery fosters a sense of belonging and acceptance, which strengthens the brand’s impact far beyond sales.
As a photographer, I see my role as not just capturing clothes but capturing stories—stories of real people, diverse bodies, and lived experiences. Sustainable fashion needs inclusive visual storytelling because, without it, we risk perpetuating the same beauty standards that the industry has relied on for decades.
By embracing diversity, sustainable fashion brands can lead the charge in reshaping the industry into one that’s not only kind to the planet but kind to everyone who lives on it. Through thoughtful, inclusive photography, we can redefine beauty and help sustainable fashion truly live up to its promise of being for everyone.